Many of the industry’s rules fly out of the window when it comes to activating at Cannes Lions. Intimate interactions and dwell time are prioritized over throughput. Major risks are rewarded. And in some cases, earning and keeping the attention of the innovative, c-suite-level advertisers and marketers in attendance poses a greater challenge than sticking to the budget (this is an event hosted along the French Riviera, after all).

This year, during the 71st annual Cannes Lions International Festival of Creativity, held June 17-21, brands once again rose to the occasion with left-field thinking designed to engage a diverse audience hailing from more than 90 countries.

As Stephen Martell, head of innovation at design studio DE-YAN, puts it: “This is a festival, so treat the festival like a celebration, not a trade show or conference. Attendees are looking for opportunities to commemorate the occasion, which means you can engage with them in ways that might not be possible in other settings. There is still an appetite to learn through talks and seminars, but you need to balance learning with entertainment and inspiration or your guests will be bored quickly.”

With that sentiment in mind, we dig into some of the best brand experiences, and ideas, from La Croisette.

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